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7th April 2018
11:02am BST
The Phluid Project has been founded by Rob Smith, a 30-year veteran of the fashion industry who wants young people to be able to explore their own identity in the way that he did when he was that age.
Speaking to Mic, Smith said: "I was a young, creative kid who wasn’t able to be his honest and authentic self.
"So in a way, I’m creating a space for young people to be their authentic selves and to be unashamed if they want to try on makeup if they want to try on clothes.
"It’s a space you can try things on and not feel ashamed in any way," he said.
"To see the expression on young people’s faces, and the gratitude that there’s a place like this for them to shop.
"It’s validating for young people and it makes their parents feel good, that there’s some place for them."
Brands such as Doc Marten's, FILA and Champion feature in the store as well as nonprofits and women-owned brands. It also does not label clothes in sizes such as XS to XL, or 6-24, instead it goes with its own sizing chart of 0 to 4, with the intention of expanding to 00 and 5 and 6.Explore more on these topics:
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